Trademark in a meta tag and the issue of unfair competition

[BEST, C-657/11]

The Court of Justice of the European Union (CJEU) in its judgment of July 11, 2013 (Case C-657/11) handed down upon the request for a preliminary ruling made in the proceedings Belgian Electronic Sorting Technology NV v. Bert Peelaers, Visys NV, ruled among else that the relevant provisions of European Union law concerning misleading and comparative advertising[1] must be interpreted as meaning that the term ‘advertising’ covers the use of meta tags in a website’s metadata.

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